"You don't own me."
The 1960s anthem plays in the background of the ad as a 20-something chef-in-training speeds away from her tyrannical boss in her new Toyota. Thirty seconds later, she's running her own food truck.
Toyota has done its homework: It has seen the research that shows millennials — those born between 1980 and 1995 — feel little loyalty to employers, consider themselves entrepreneurs and dream of owning their own business.
The dream may be even stronger for those in the next wave, Generation Z. One study reported in Entrepreneur magazine found that 72 percent of high school students want to start a business someday. A survey of 500 teens conducted...